Copywriting addresses two audiences: users & search engines.

First the buyer that’s looking for your product and second, SEO or Search Engine Optimization. Web search engines, such as Google and Bing, use computer algorithms to evaluate websites for relevance. They use this evaluation data to rank results when a topic or product is searched through search engines. This process affects the ‘visibility’ of a website. The higher the ranking assigned to a website, the easier it is for people to find it in the results that Google or Bing return when a search is made. A website is more ‘visible’ when it is ranked highly by search engines. Therefore, it is vitally important that your website rank as highly as possible to enable potential buyers to find your products as easily as possible. This process is called Search Engine Optimization.

In the early days of the World Wide Web, search engines were unsophisticated in their ranking criteria. Web copywriters could simply cram the site with ‘keywords’ such as for a bakery; cake, pastry, bread, fresh baked, piping hot, bagel, yeast, rye bread, sourdough, flatbread, etc. Now, it’s not so easy. The Search Engine ranks websites by competence, expertise, interaction, readability, how current is its information, do other websites cite it as a reference, how often is new content added, how naturally is the copy written, trust, uniqueness, load speed, visitor traffic, anchor text distribution, engagement metrics, quality of Tweeted links, Facebook shares, mentions of brand or domain in the news media or press, and many other criteria. This makes it tough to fool the Search Engines. The only way to have a highly ranked website is to have a GREAT, regularly-updated website that is viewed and cited by many people. That’s where One Yellow Tree comes in. We can make sure your website ranks as highly as possible. We can track its effectiveness and continuously work to move it further up the rankings as time goes on. SEO is an ongoing process that needs short term strategies and a long-term plan.

Copywriting produces interesting content.

By including interesting stories, informative blogs, customer testimonials, FAQs, tips and tricks, links to relevant resources, customer feedback and comments, great product information and details on the Who, What, When, Why, Where and How of your products. It’s the culmination of interesting and constantly updated content that wins the SEO race. You can count on One Yellow Tree to build your website into an SEO powerhouse that is also interesting for people to visit.

One Yellow Tree can take your vision, no matter how vaguely articulated, and transform it into ROI (Return on Investment) GOLD. Copywriting is the number one variable of a website design that is often overlooked or hastily thrown together. Well written copy can make all the difference in search engine ranking and help establish or reaffirm your brand’s voice.